Beruflich Dokumente
Kultur Dokumente
Submitted By :
Group - 6
AnirudhK M
Dinesh M Krishna
Jatin Balani
Kunal Nagpal
Piyussh
Raghu Arun T V N
- 1401066
- 1401072
- 1401078
- 1401084
- 1401090
- 1401098
Strengths
Weakness
Threats
Opportunities
Increasing gift culture where
celebrations are substituting
Mithai.
Penetrating rural markets.
Adding new flavours and
tastes to its product line along
with nutritious bars for health
conscious segment.
Growing base of affluent
Business
Growth Rate
H
i
g
h
L
o
w
High
Market Share
Low
PEST ANALYSIS
Political
Stable government
Liberal trade policies and
regulatory reforms.
Economic
Growing middle class/urban
population which leads to
increase in demand.
Inflation remains a worry.
Technical
Social
Increasing gifts culture- increase in Established a tie-up with Reliance web
world wherein, when students checked
demand.
their exam results via Reliance mobiles,
Per capita income in India
they were shown a Dairy Milk
expected to increase
advertisement. This effort was awarded
the Bronze Lion at the Cannes Media
awards in 2005.
It has to update the current
technology in order to face the
Behavioral
Segmentation
Occasion segmentation
Cadbury Celebrations gifted on
occasions / festivals.
Psychographic
Based on personality
segmentation. E.g. Bourneville
you earned it .
Demographic
Impulse Segment
Targeting
Evolution of Cadbury brand from a childs delight to a targeted youth
segment.
Positioning
Chocolate Kids product
Positioning
Cadbury Celebrating Occasions
Positioning
For kids Cadbury Gems/5 star/Dairy
milk wowiee is synonymous with
chocolate
For youth, Dairy Milk and Temptations
are positioned as expression of love
For chocolate lovers, Bourneville is
positioned as quality dark chocolate
(best cocoa from Ghana)
For high indulgence category,
Silk/Temptations is the go to product
For families Cadbury celebrations are
Perception Map of
Cadbury Products
No Products Here
Health
Benefit
Sweet Delicacy
s
Celebrating Culture,
SemiRelationships
Divided
Core
Mood
Enhanceme
nt
Hunger
Snack
Convenien
ce Product
Rectangul
ar Bars
Actual
Golden
Foil
Augment
ed
Purple
Packagi
ng
Iconic Cadbury
Brand
Branding
Dairy Milk Projected as a Milk Product Ad Campaign,
Packaging, Taglines
Say what you see
Positive association
and build on the joy
factor
Pricing Strategy
Price is the only P in marketing mix which generates
revenue.
Cadbury product line pricing ranges from 0.50 paisa to
600 rupees.
Cadbury being a market leader with 70% market share in
chocolate industry, It is mostly following a cost plus pricing
strategy for its products with approximate margin of 20%.
This pricing strategy has disadvantages as it is subjected
to variation in the prices of raw materials and distribution
Weigh Price(in
t(in
rupees)
channels. But Cadbury might find it easier to absorb
the
grams
rise in input costs with its products at different)prices.
Cadbury responds to increase in cost of raw materials
17
10
cost by
60
60
160
150
selling at the same price but reduction in the weight
of the
Weight in
grams
Price(in
rupees)
Bournvita
Oreo
Gems
Bournville-Rich
cocoa
1000
120
21.36
44
370
30
15
40
Promotion
Advertisements aimed at conveying the idea No specific occasion is required for eating Cadbury
chocolates.
In every adult, there is a child(The Real Taste of
Life- launched in the 90s attempted to capture the
child like spontaneity in every adult).
Celebrities Endorsements
1. Preity Zinta -Perk(To rope in teens)
2. Amitabh Bachchan -The Big B factor.
Custome
r
Promotio
n
Trade
Promotio
n
Shop Banners
Speciality Advertising
Items-Shelves displaying
Cadbury logo
Business
Promotio
n
Pus
h
Cadbury Halls
clairs
Dairy Milk
5-Star
Perk
Celebrations
Pull
Cadbury
Celebrations is
positioning itself as
a brand that is
spreading joy!- by
integrating its
online and offline
campaigns Iss
Diwali Aap kisse
khush karenge.
Placement
Cadbury Follows Multichannel distribution system.
Retailers:
Business
Business
Segments
Big Segments
Bazaar
Recommendation
Maintain the leadership in the market by
having a superior marketing mix. Include
new products for health conscious
customers. Such as Dark Chocolates.
It should continue to promote itself as
substitute to mithai.
Develop a B2B strategy with hospitality
industry by supplying them with Big
chocolate bars.
Observing the perception map and the
results of our survey, We recommend
Cadbury to add a high premium snack
category which is nutritious healthy.
Survey
Do you think Dark
Chocolates are healthy ?
25% 17%
5%
10%
43%
Totally Healthy
Moderatelt
Healthy
No effect
Unhealthy
Don't Know :(
Thank You